How to reshape the mother-child consumer market?

Maternal and infant supplies market is a famous high margin, in this market never lack of the participants, this period of time, the PayPal network has become a mother and child network shopping market a rising new platform.

Many people may be concerned that the Li and Wang Shiling are invited to do the endorsement, and for the industry to look at the PayPal network is concerned about the growth of its platform, as well as the possibility of sustainable development. Pay for two stars endorsement who can do, but to the fierce competition in the mother and infant market stand out, still have to do capable people can not.

Originally thought that the new station online axes will be forgotten by the industry, after all, the mother and child online shopping market every day there is a continuous stream of entrants, the PayPal is only one of them, in the not to make the actual results before the establishment of a newly established electric business site placed too much hope. However, the PayPal network is ready to come, from the beginning of the April site, the pace of expansion has never stalled.

On the evening of May 19, the first TV shopping program produced by the PayPal network, "The Hot mom Flash buy" officially landed in Shenzhen children's Channel, became the first mother and child TV shopping in the domestic electricity quotient;

At the end of May, the network announced 9 strategic cooperation satellite TV, including Shenzhen satellite TV, Hubei satellite TV, Anhui satellite TV, Gansu TV, Guizhou satellite TV, Heilongjiang TV and Qinghai satellite TV, Southeast TV and Yunnan TV station, basically covering most of the mainstream television media. In the announcement of the 9 strategic cooperation satellite TV resources, the PayPal network will have coverage of 9 big satellite TV 2,200 minutes a day hard, more than 10 popular TV series, such as the name of the title, including TV hard wide, column, title, TV corner standard, flash shopping and topics such as a variety of television media resources;

May 31, at the Beijing Fair 2014 International Design Services Trade Conference site, the China Social Welfare Foundation preterm Infant Rescue fund, and the PayPal network formally completed the "PUI Maternity Care Charity project" signing ceremony. The establishment of less than two months of the PayPal network began to dabble in public welfare undertakings;

At the beginning of June, the nets and kiss Beibei to reach strategic cooperation, the future two sides will be in product development, O2O layout, TV shopping, mobile network purchase and other aspects of in-depth cooperation;

June mid-June, in the completion of the United States Abbott, Kiss Beibei, Pui degrees many mother and child big brand of investment, the PayPal network again out of the initiative, announced the launch of the import of mother and child through the program, that is, through the expansion of overseas mother and child large investment scale, to increase the number

With the middle of June, in order to build brand core competitiveness, enhance the impact of the industry, the company announced that the company will formally launch the brand strategic plan, to invest tens of thousands of resources to create a personalized brand "shellfish brand";

Into the July, following the United Shenzhen Children's channel launched the "Shellfish prepared hot mom flash shopping program," After the PayPal network again to play the second game of network linkage, the official appearance of Guizhou satellite TV, Qinghai TV, a new set of original quiz Challenge Class "Dad please answer" on-line;

In mid-July, the PayPal network low-key online "special selling sinks", imitation of the United States well-known mother and child group purchase site Zulily began to formally set foot in the mother-Child flash mode.

July 23, with the "2014 China mother and infant Industry Electric Business Summit Forum" closed with the PayPal network. PUI NET site completed more than 200 baby brand contact, with more than 20 well-known baby brand reached a deep strategic partnership. According to the plan, in addition to the more than 20 baby brands to provide the PayPal net for the goods, all new products will be the first sales from the PayPal network.

In the O2O layout, the company plans to build 5,000 experience stores nationwide, and with more than 400 hospitals to complete O2O docking, to achieve the line under the two-line strategic layout.

In addition, it is understood that the PayPal network will be immediately to carry out a round of financing, has been in contact with a number of investment banks, is about to complete a round of financing.

The Nets menacing, the line three months have not idle, from the posture point of view, the PayPal network is from the multidimensional construction of maternal and child consumption of the ecological, "PC Mobile +tv+ Store" Multiple coverage mode, have the opportunity to become a strong sales capacity of the mother and child platform, and set up a "Flash purchase special Sale", "Import direct" Let the future prospects of the PayPal network full of imagination.

The recent clothing Flash purchase site only the stock price has exceeded 200 U.S. dollars, which has promoted the investment bank to the mother and child flashing special selling market concern, at the same time, the electric business began to enter the consumer line of sight, the purchase of international brand mother and child products to become one of the most important sea Amoy.

In the investment operation, the PayPal network relies on its media influence, has won the support of many brands, in just the end of the investment conference, "first", "dedicated" has become the key words of the PayPal network. Not only that, the PayPal network also contracted a number of first-line mother and child factories, to try the mother and infant product customization model, through the socialization of direct communication, to understand the new era of hot mom to product demand, to achieve rapid response to market demand.

According to official accounts, the company has signed 12 satellite TV, as well as 10 terrestrial channels, with 2 maternal and child columns, 4,000-minute TV ads, the national network media and mobile new media resources, there are behind the parent company of the United media to do endorsement, the PayPal network has won the envy of peer media resources, to ensure the competitiveness of the mother and child market.

The PayPal network will itself be positioned in the "temperature of the social shopping mother and infant electric platform", social networking is one of the core operations of the PayPal network, through the signing of hot mom, fashion talent, parenting, medical and psychological experts, the formation of the largest hot Mom circle, to create the most professional parenting "think tank", timely and accurate to help mothers solve childcare problems.

See here, there may have been some people began to feel puzzled about the nets, can not find the point, do not worry, we now simply comb the bottom of the ecological:

Product Operation: Cooperation Brand + first-line factory + brand, joint big-name to do new start, joint-line factory to do the exclusive customization;

Content operation: Mother and child social, parenting intelligence, TV programs, public services.

In order to build the ecosystem of mother and infant consumption, the nets must arm themselves from multiple dimensions, the ecological structure of the PayPal network is not complex, nor is it simple, each link in the ecology is complementary, and the PayPal network took 3 months to build a new form of infant and maternal ecology, and set up a new industry standard, However, whether this ecology can reshape the mother-infant consumption market remains to be tested in the market.

Wen/Wang Liyang

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